ADVERTISING’S DEPARTMENT IN AN ORGANIZATIONAL STRUCTURE
Advertising is a function of marketing and it works in the market for bigger sales of the product. When a firm or institution decides to launch an advertising campaign or programme, it needs to have a system and an organization to implement it for the achievement of the desired objectives. Therefore large firms and institutions have an advertising department to manage the advertising function. In small firms, there may not be a separate department of advertising but the function of advertising is looked after by a responsible person or chief executive of the firm. The advertising department usually depends on outside experts, often the advertising agency which prepares the advertisements, selects appropriate media and arranges to release them. This department is responsible for the advertisement budget and supervises the performance of the agency. An advertising manager has to coordinate with the marketing and sales function so that the advertising efforts may be fully integrated with ...